Bc. Anastasiya Beliakova

Bachelor's thesis

Effectiveness of online advertising: implications of information overload

Effectiveness of online advertising: implications of information overload
Abstract:
This thesis explores the impact of information overload on the effectiveness of online advertising. Utilizing the stressor-strain-outcome framework, it investigates how excessive information, technological factors, and perceived low-quality content contribute to consumer information overload, ultimately reducing engagement with digital advertisements. Data collected through a student-based survey and …more
 

Keywords

online advertising information overload effectiveness
 
Language used: English
Date on which the thesis was submitted / produced: 5. 1. 2025
Identifier: https://is.muni.cz/th/wfsw2/

Thesis defence

  • Date of defence: 21. 1. 2025
  • Supervisor: Ing. Dušan Mladenovič, Ph.D.
  • Reader: Ph.D. Prateek Kalia

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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